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Viral Marketing: Concepts and Cases

Swapna Gopalan (Author) Nasreen Taher (Author)
Synopsis Viral marketing, the electronic equivalent of word-of-mouth marketing, is one of the most sought-after marketing strategies in the world today. It has proved to be a powerful weapon for marketers striving to catch the attention of consumers, who have become immune to traditional advertising due to constant exposure to numerous commercial messages every day. Viral Marketing helps break barriers to advertisements seen by consumers and aids in developing a relationship between brands and its customers. As it spreads the sales message with minimal budget and maximum effect, it has come to be accepted as one of the most time and cost-efficient modes of communication for a marketer. Today, free web space, free newsletter, free e-mail courses or workshops, free software, free e-mail accounts, funny video clips, etc., have become common viral marketing techniques. This book sheds light on the benefits, challenges and key factors of success for viral marketing and also details certain strategies and models of viral marketing. A section devoted to case studies discusses the future potential of viral marketing as also the ethical issues involved in the use of viral tactics.
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About the authors

Swapna Gopalan

Swapna Gopalan holds an MBA in Finance from the Bangalore University. She is currently working as a Consulting Editor at the Icfai Research Centre, Bangalore. She is also a Visiting Faculty (Finance) at the Icfai Business School, Bangalore. She has been a regular contributor of articles and case studies to various publications of the Icfai University Press. Her other areas of interest include philosophy and spiritualism.

Nasreen Taher

Nasreen Taher holds a Masters degree in Business Management and a Postgraduate Diploma in Print and Broadcast Journalism. Prior to joining Icfai, she was associated with various national dailies and a business magazine as an Editor. Several of her short stories have been published in women’s magazines, and a few of these have received meritorious recognition. She has written a large number of original articles and book reviews which have been featured in various publications. At present, as a consulting editor, she has been actively involved in research, and editing of publications at the Center for Business Research, Icfai Business School, Bangalore.

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Bibliographic information

Title Viral Marketing: Concepts and Cases
Format Hardcover
Date published: 11.11.2007
Edition 1st ed.
Language: English
isbn 8131407667
length 244p.